Misleading Advertising

Misleading advertisingClaims about a product or service that are false or misleading are illegal.

Learning More About Misleading Advertising

The Competition Bureau is responsible for investigating cases of misleading advertising and other deceptive business practices while promoting fair competition, services and informed consumer choice.

Health Canada and the Canadian Food Inspection Agency (CFIA) carry joint responsibility for federal food labelling policies in Canada under the Food and Drugs Act. Any cases of misleading advertising of food should be reported to the CFIA.

The Canadian Consumer Handbook provides tips, contacts, and other information for consumers, including information on misleading advertising. The Handbook is produced as a partnership by the Consumer Measures Committee, a group of senior federal, provincial, and territorial government consumer affairs officials.

Filing a Complaint Regarding Misleading Advertising

Complaints and cases of misleading advertising may fall under the jurisdiction of different authorities, depending on the products or services being advertised. Most cases of misleading advertising should be directed towards the Competition Bureau, which is responsible for the administration and enforcement of the Competition Act, which prohibits the uses of deceptive or misleading marketing practices.

Advertising Standards Canada (ASC) is a not-for-profit self-regulatory body for the advertising industry in Canada. They also evaluate complaints under the provisions of the Canadian Code of Advertsing Standards.